Ajay Mathur, DG, Bureau of Energy Efficiency, shares details with Shrabasti Mallik about their present campaigns and how one can reduce the energy consumption
Bureau of Energy Efficiency was set up by the Indian Government in 2002 under the provisions of the Energy Conservation Act, 2001. The primary objective of BEE is to reduce energy intensity of the Indian economy. The mission, however, of the Bureau is to assist in developing policies and strategies with a thrust on self-regulation and market principles, within the framework of the Act. Excerpts from an interview with the DG:
What are the main functions of BEEIJ
The BEE is a statutory organisation, established by an Act of Parliament. We are not a company but a policy and regulatory organisation. We are given three powers. One, standardising and labelling of appliances (the stars ratings); two, to frame an energy conservation building code for commercial buildings- the way buildings can be constructed so that they are energy efficient (the amount of energy that an effectively constructed building uses should be less than that of a building normally constructed — through the likes of proper windows, good insulation in the walls and the roof); third, in which we have regulatory powers is for energy intensive industries where the Act asks us to mandate energy consumption norms for these industries). Buildings, appliances and industry are areas where we have regulatory powers.
How do you rate electronic appliancesIJ
We carry out an initial survey and see how the appliances are distributed in terms of their energy consumption. So, if a 300 liter refrigerator uses 300 units in a year and other ones which use 280 units or 250 units there lies a difference. We compare their utilities and then the best one gets a five star. This way we frame an initial table, in the case of all electronic appliances. So whenever a new product comes in we compare it to the existing chart and it is rated accordingly. The table is periodically revised and made stringent. We do it so that the customer keeps getting the best deal.
Tell us about the campaigns and programmes to create awareness about energy conservation.
BEE runs mostly two campaigns every year. One from February to April and the other from September to November. Because we notice that electronic appliances are most sold. They focus on two kinds of messages. One, which signifies the brand; that if you buy an efficient product, it saved you money. Two, it educates the customers as to what the company brand labels provides you — what information does it provide, how they can use it and how all these can add up in making a decision.
How do you execute these campaignsIJ
Typically we focus on running the campaigns on television and print. But there is also a lot of radio programmes involved, which are really popular too. We haven’t done too much outdoor advertising though. But we are also looking forward to venturing into social media soon.